Ram, the truck division of Stellantis, is making a dramatic course correction, bringing back its iconic Hemi V8 engine following significant customer backlash. The brand is addressing the controversy head-on with a unique new advertising campaign titled “Ram-Demption,” which puts CEO Tim Kuniskis directly in the driver’s seat to admit the company’s mistake.
The decision last year to discontinue the popular Hemi engine, known for its powerful performance and cemented in automotive lore by classic “That thing got a Hemi?” commercials, sparked widespread outrage among loyal Ram customers. This negative sentiment was quickly followed by a noticeable drop in Ram truck sales.
Admitting the Mistake: The CEO Takes the Wheel
In a move rarely seen in major automotive marketing, the central figure of the “Ram-Demption” campaign’s hero spot is Ram CEO Tim Kuniskis. Kuniskis, who returned to the company last year, appears in the commercial amidst flashing angry comments from customers regarding the Hemi’s removal.
He then gets behind the wheel of a Ram truck, directly addressing the camera and acknowledging the company’s misstep. “We own it. We got it wrong, and we’re fixing it,” Kuniskis states, a clear and public apology designed to resonate with frustrated enthusiasts. The spot features Kuniskis taking the Hemi-powered truck for a spin at Darlington Raceway in South Carolina, underscoring the engine’s performance capabilities.
According to Hunter Hindman, chief creative officer and CEO at Argonaut, the agency behind the campaign, the creative goal was to be “raw, authentic,” and to literally position Kuniskis front-and-center. The intent was to directly address the customer outrage and frustration, signaling clearly, “Hey, we heard you. We’re bringing this thing back.”
Connecting Hemi’s Return to Racing
The “Ram-Demption” campaign also strategically ties the Hemi’s comeback to Ram’s return to NASCAR motorsport. In the ad, Kuniskis announces the brand’s re-engagement with racing, aiming to link the engine’s performance heritage with competitive motorsports. Hindman noted that the team aimed to capture the “rolling spectacle that NASCAR is to life on-screen” in a meaningful way.
The official announcement of the Hemi V8’s return was made by Kuniskis on June 8 at the FireKeepers Casino 400 event at Michigan International Speedway, further emphasizing the connection between the engine, the brand, and motorsports.
Why the Change of Heart?
The initial move to phase out the Hemi V8 followed reports suggesting new Ram 1500 models would shift towards alternative powertrains, emphasizing more technology and driver assistance systems. However, the market’s reaction, specifically the significant decline in truck sales, highlighted the deep connection customers had with the traditional Hemi engine.
The campaign features cameo appearances from David Sparks and David Kiley, hosts of the reality series Diesel Brothers. Their reaction in the ad, referencing the iconic “That thing’s got a Hemi!” line, adds a layer of authenticity and nostalgia for long-time truck enthusiasts. The reality stars also reportedly praised Kuniskis publicly on Instagram.
Ultimately, the “Ram-Demption” campaign centers around the CEO’s willingness to publicly take responsibility. As Hindman noted, the concept was “really what this was about. It was about setting him up with a stage and the right supporting cast” to deliver a pivotal message to their customer base. Produced by Reset, the campaign is a prime example of a brand using transparency and executive presence to rebuild trust after a significant misstep.
